mobility · the dark side “and if the dam breaks open many years too soon and if there is no room...

MobilityThe Dark Side

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mo∙biq′ui∙ty (mō‐bĭk′wĭ‐tē)

We design, build and deploy Enterprise-class mobile solutions

that transform your business processes

Proprietary & Confidential

‘Enterprise-class’

• Leverages ‘Reach’ and New Innovative Capabilities

• Integrated with your business architecture and IT infrastructure

• Secure, Reliable, Extensible, Maintainable, Scalable…

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MobilityThe Dark Side

“And if the dam breaks open many years too soon And if there is no room upon the hill And if your head explodes with dark forebodings too I'll see you on the dark side of the moon.”

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Mobile Trends

Market Dynamics

• 5.3B mobile subscribers – 77% of world’s population• 20% have 3G availability

• 73M users in US have mobile Internet access• 25% of US Web users are mobile-only

• A lot of Devices shipped and Apps downloaded• A lot of traffic

• Mobile voice and data revenue > $1T in 2014• 8T text messages will be sent in 2011

• 7B communicating devices, 5B not computers

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Market Dynamics Driving…

• Consumerization of IT• Mobile Payments• Internet of ‘Things’

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Consumerization of IT

Wireless is Creating The “Big Flip”

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©Scott A. Snyder 2011

Consumerization of IT

Digital Natives…

TIO = Teenage Information Officer

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Mobile Payments

• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication

• 2014: 300M NFC smart-phones in use• Most likely users?

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Mobile Payments

• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication

• 2014: 300M NFC smart-phones in use• Most likely users?

• #1: Married couples between ages 45-54• #2: Single females between ages 25-44

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Mobile Payments

• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication

• 2014: 300M NFC smart-phones in use

• But – most consumers are still in the dark• 91% ‘never heard of NFC’• 70% ‘never heard of mobile wallet’

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A Social and Technology Experiment

Jonathan’s Card

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©Scott A. Snyder 2011

‘Killer App’

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Internet of Things

Wembley Mousetraps

©Scott A. Snyder 2011

Internet of Things

Personal Healthcare Revolution

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Impact on the Enterprise?Challenges?Potential?

Impact on the Enterprise? “Top 2011 Issue”

90% will significantly expand number of mobile app’s• App dev alone > $20B by 2012

80% will support workforce using tablets by 2013 1B workers accessing enterprise systems in 2011

• 81% with mobile devices do it todayA2P will overtake SMS in 2016

20Pg. 20Proprietary & Confidential

Impact on the Enterprise? “Top 2011 Issue”

Retail: eBay mobile revenue = US$2 billion in 2010Travel/Leisure: 1 in 8 will use m-ticketing in 2015 Financial Svcs: 1B people will access by mobile by 2015Publishing: 30% of circulation compromised

Exec’s are already losing their jobs over it!

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CIO Challenge

22

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

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CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets and new experience

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CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets and new experience

• Deliver a mobile solution that can be used by 10,000+++ customers

Pg. 24Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets and new experience

• Deliver a mobile solution that can be used by 10,000+++ customers

• …Who can use any one of 208 platforms

Pg. 25Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets and new experience

• Deliver a mobile solution that can be used by 10,000+++ customers

• …Who can use any one of 208 platforms• …Anytime, Anywhere

Pg. 26Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets andnewexperience

• Deliver a mobile solution that can be used by 10,000+++ customers

• …Who can use any one of 208 platforms• …Anytime, Anywhere• …Without compromising security

Pg. 27Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Shift development platform to a new technology platform

• ...That requires new skills sets and experience

• Deliver a mobile solution that can be used by 10,000+++ customers

• …Who can use any one of 208 platforms• …Anytime, Anywhere• …Without compromising security • …Or performance.

Pg. 28Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution for 1,000+ employees

Pg. 29Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution for 1,000+ employees

• Provision the devices, deploy to their locations, and train users

Pg. 30Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution for 1,000+ employees

• Provision the devices, deploy to their locations, and train users

• Ensure consistent application set, and security software

Pg. 31Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution for 1,000+ employees

• Provision the devices, deploy to their locations, and train users

• Ensure consistent application set, and security software

• Keep it in sync with your web

Pg. 32Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution for 1,000+ employees

• Provision the devices, deploy to their locations, and train users

• Ensure consistent application set, and security software

• Keep it in sync with your web• Support all of it

Pg. 33Proprietary & Confidential

CIO Challenge

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing infrastructure and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

• Design/develop a solution to 1,000+ employees

• Provision the devices, deploy to their locations, and train

• Ensure consistent application set, and security software

• Keep it in sync with your web• Support all of it• And scan and monitor the marketplace to

keep it refreshed

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Challenging Questions

How do I sift thru the hype and find the real ROI opportunities?

How do I maximize acceptance and usage?

Who can I partner with to develop and deliver the App?

How do I deploy, support and provide the infrastructure?

How do I leverage existing architecture and applications?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

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Looking for an Answer?

Only 4% of Marketing Executives and 7% of IT Executives

“are prepared to answer them”– Forrester, Oct 2010

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Navigating the Dark Side

Unlocking the Potential

1. Mobile as a ‘Check-off’

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Mobile as a ‘Check-off’

Proprietary & Confidential

YourWeb Site

DeliveredExperience

ExpectedExperience

UntappedNewCapabilities

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Mobile as a Business Enabler

Proprietary & Confidential

Location-Based ServicesTransparent PricingSmart Discounts & CouponsImmediate Gratification

Branded AppsMobile Push Notification

PersonalizationMulti-TouchSocial Networking

Medical Device ConvergenceIntegrated Camera and Audio

AccelerometersDigital Compass and Gyroscope

Proximity to Physical ObjectsPeering through Bluetooth

Light/Dark Environment AwarenessOffline Synergies

Precise location info from GPSRFID readerFingerprint ID as an input methodMobile Push NotificationPersonalization

Multi-Touch input from simultaneous gesturesSocial NetworkingDirect access to local data storeImage capture though still and video CameraCloseness to physical objects - proximity sensor

Audio sensorsDevice positioning from an accelerometerUser orientation from a digital compass

Gyroscope sensorsDevice connections through Bluetooth Light/Dark Environment AwarenessFM transmitterHaptic display

New Capabilities

YourBusinessand IT Architecture

ExpectedExperience

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Mobile as a Check-Off

Leadership of Our Federal Government

‘In a recent executive order mandating that federal agencies draw up plans to improve government services, President Obama himself cited mobile services as one such path to cheaper, self-service ways for citizens to interact with government. Several federal agencies are building application repositories for their own enterprise mobile apps.’

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Among the Winners…

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Among the Winners…

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Among the Winners…

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Mobile as a Business Enabler

“When you piece together these different technological, economic, and social components, the result is an infrastructure that makes certain kinds of human actions possible that were never possible before.”

- Howard Rheingold, Smart Mobs

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2. Who Is Driving the Bus?

‘The CIO-CMO Alignment Imperative’ - Sept 2010

• ‘Don’t believe they are highly effective partners’• 58% of CIO’s said they were leading the digital agenda

at their company• 81% of the CMO’s disagreed• 69% of CMO’s said that they were leading the digital

agenda

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Who Is Driving the Bus?

‘The CIO-CMO Alignment Imperative’

‘This disconnect… over strategic vision and ownership has created an environment where marketing feels forced to seek quick-to-deploy individual point solutions that may not effectively link to the established infrastructure or corporate strategy, and IT is often left feeling like glorified order-takers with little strategic voice.’

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3. Bad Design

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3. Bad Design

Overblown Visuals

• Going against convention is always LESS intuitive

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3. Bad Design

BaBa

Over Design• Waste of Time and $• More Difficult to Use

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Bad Design

Why WSJ Mobile App Gets ** Customer Reviews

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Navigation• Confusing Start-Up Screen Offends

Existing Subscribers• Out of 68,000 reviews, 40,000 are * • Implies 500,000 dissatisfied users

Bad Design

Why WSJ Mobile App Gets ** Customer Reviews

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Navigation• Confusing Start-Up Screen Offends

Existing Subscribers• Out of 68,000 reviews, 40,000 are * • Implies 500,000 dissatisfied users

Impact• Dissuades New Subscribers• Alienates Loyal Readers

More Bad Design Considerations

• Neglecting technological limitations• Neglecting to use native device interactions and

technological features • Disregard of context - how, when, where and why

the mobile device is being used

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“With mobile, you are now in the commercial software business with all the complexity that entails. Your apps are on a shelf in iTunes right next to your competitors with a customer star ratingbeneath and un-moderated customer comments there for review. People are much more likely to become or stay a customer based on the experience they have with an organizations mobile applications.”

- Andrew Hiser

4. Security Risks

Presents a higher threat• Powerful computer• Designed for personal use and communication• Easily lost• Connected to your infrastructure• Multiple domains• 80% - serious incident ‘imminent’

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4. Security Risks

Actions• Risk Profile

• Stakeholders?• Expectations?• Scenarios?• Probability?• Penalty?• Assess?• Redesign to mitigate risk?• Job of Security is to implement controls to

accomplish that

• Software / processes to address ‘attacks’• Best practices to address vulnerabilities

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5. Back-end Integration Challenges

• Availability of API’s and Web Services are almost always overestimated

• Data, business logic and UI are trapped in systems designed for desktop + mouse + keyboard use

• Performance and scalability• Cloud?

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6. Analytics Opportunity

• Setting the right ‘targets’• Drive the desired behavior• Forecasting and predictive modeling

- Gary Rozal

Mobility adds 210+ unique user dimensions- Tony Jebara, Columbia Machine Learning

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7. Post Implementation Effort

• BYOD?• Provisioning• Deployment• Warehousing• Recycle• Account Administration• Device Migration• Services Integration• Device Support• App Maintenance• App Support• Content Update• ‘Product’ Paradigm

• Product Manageent• Marketing• Release Management

• Refresh

“An unfunded liability is being built” – Bruce Rogow

Navigating the Dark Side

1. Mobile as a Check-Off?2. Who’s Driving the Bus?3. Bad Design?4. Security?5. Back-end Integration?6. Analytics Opportunity?7. Post-Implementation Effort?

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"There is no dark side of the moon really. Matter of fact -- it's all dark."

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